Item ID 704381 in Category: Internet Services - Website Promotion

The type of app you have and the nature of service/experience it provides will – at least in part – dictate notification frequency. In some cases, less is more. It’s not necessarily about how often you send notifications, but about when you send them and what type of value they provide. If you’re sending too many notifications to users who don’t find them useful, they’ll opt out of notifications or worse, become annoyed enough to stop using the app altogether.

Leanplum stresses that copy is important in all messaging, but creativity is crucial for delivering quality push notifications. In one of their blog posts they outline several attention-grabbing push notification strategies that add value to user experience. Every mentioned push strategy effectively uses behavioral triggers, interactivity, personalization and creativity. A key takeaway is the importance of personalization in targeting messaging.
User Segmentation
When it comes to push notifications, context is king. Not all users can be grouped into one category. The type of messaging each user receives should be based on past preferences, behavior, and engagement with the app. Using in-app data will allow you to properly segment users into appropriate groups to provide relevant and contextual messaging.

Over time, marketers have noticed the benefits of segmentation. Localytics noted that in 2015, segmented push notifications grew from 53.51% to 65.73%. In contrast, generic broadcast messaging declined from 46.49% to 34.27%. Users are far more likely to engage with push notifications when the copy directly relates to them.